I like ideas that make people stop scrolling, start talking, or quietly ask, “Wait… can we actually do that?”

From restoring the “skin” on murals to spotlight health inequity, to building a wild kidult playground for Samsung, to launching the world’s first bank of Reddit. I’m drawn to work that earns its place in culture, not just the shiny case study.

Some of that thinking has been recognised at Cannes Lions, The One Show, AWARD, the New York Festival, and even archived by MoMA. (Still not sure how that one happened, but I’ll take it.)

I’ve worked with Special Group, DDB, CHE Proximity, The Monkeys and R/GA, cracking briefs that range from beautifully open to completely unhinged. I started out screen printing in a factory, moved through design, and into advertising, picking up a bias for hands-on, ideas-first thinking along the way.

I mentor AWARD School creatives. Because someone once did that for me. And because the industry needs more weirdos.